SAS Institute Names New North American Marketing Head

SAS Institute today announced that Paul Bachteal has been appointed director of marketing for North America. Bachteal is responsible for overall strategy and execution of marketing operations across all company initiatives and industry segments in North America. He also will advance the Institute's focus on delivering knowledge-based solutions in areas such as intelligent warehousing, customer relationship management (CRM), and e-intelligence.

Bachteal has been a key member of the Institute's management team for 11 years, including terms as director of SAS Institute's Western region operations and general manager of SAS Institute Canada. He established the Western region as the Institute's leader in the sale and implementation of CRM solutions, particularly among large financial institutions and dot-com businesses. In Canada, he led a two-year corporate visioning and re-engineering process, which resulted in significant increases in both revenue and profits by enhancing SAS Institute's value proposition to customers. As part of that process, Bachteal established a successful consulting services organization for SAS Institute Canada. Consulting is a key element of the Institute's knowledge-based solutions approach.

Barrett Joyner, president of SAS Institute North America, credited Bachteal with helping the Institute expand its market vision. "Paul has successfully developed and implemented strategies that are helping us transition from our success as a software tools vendor to a solutions provider, particularly in the exploding CRM space," Joyner said. "His extensive operational management experience includes building the sales, marketing and services infrastructure to support our new business model, which will help us deliver greater value to our customers. This will drive us to our next billion dollars in revenue."

Bachteal has 17 years of sales and marketing experience in the computer industry. He graduated from Michigan State University with a degree in business administration.

Bachteal's plans for building SAS Institute's marketing team include reorganizing the department to better align resources and to create an infrastructure capable of rapid growth, clear focus, and agility. He will personally oversee an Emerging Technologies team. This team's role is to investigate leading-edge technologies that may impact SAS customers and target markets, develop an implementation strategy, and prototype solutions.

"The most important reason for this aggressive restructuring is to prepare for significant growth in the coming year," Bachteal said. "In the post-Y2K era, we predict a spike in demand for data warehousing, data mining, and business intelligence solutions that represent SAS Institute's core strengths. The e-business revolution is accelerating that demand by making unprecedented amounts of information available. SAS Institute is technologically at the crest of this wave. We are ramping up our marketing effort to raise awareness of how we can help businesses sharpen their competitiveness in the information age."

As the first step in the restructuring process, Bachteal named senior managers in four key areas:

Rich Rovner - Senior Marketing Manager, Applications Marketing Department

Rovner leads the marketing efforts for SAS solutions spanning all application areas, including corporate performance management, CRM, and e-intelligence. Previously, he managed the Analytical Solutions Marketing group, where he led marketing efforts focused on applications such as data mining, quality improvement, forecasting, and general analytic methods. Earlier, he was district manager for the Institute's Detroit regional office, overseeing sales and marketing efforts in Michigan and northwest Ohio. Before joining SAS Institute in 1994, Rovner spent 11 years as a research analyst, applying statistical and artificial-intelligence techniques to such areas as image processing, submarine tactical simulation, and system reliability.
 

Laurie Rose - Senior Marketing Manager, Industry Marketing Department

Rose's career at SAS Institute spans 15 years and includes management positions in sales and analytical product marketing. In her more recent role as program manager for the financial services industry, she helped establish partnering activities with strategic hardware, software, and consultant partners of the Institute. In her new role as leader of vertical marketing programs for commercial industries, she will work with program managers of all key industry segments to expand the application and solution offerings from SAS Institute to meet the specific business challenges of those industries. Before joining SAS Institute, Rose worked in sales and customer service for Zimmer, a medical supply distributor.
 

Aaron Hill - Senior Marketing Manager, Enabling Technology Marketing Department

Hill will be accountable for developing and executing strategies for business intelligence, enterprise architecture, intelligent warehousing, and data mining. He has worked at SAS Institute for seven years, specializing in product marketing of key areas such as advanced visualization, Web enablement and application-integration technologies. Previously, Hill worked for Virtus Corp., focusing on marketing and sales of virtual-reality software used in education and business.
 

Dennis Massengill - Senior Marketing Manager, Marketing Services Department

Massengill will head a group that serves as a hub to the other marketing arms. This group is responsible for market research, communications, applications development, pricing and packaging, professional services marketing, and technical services. Massengill has 12 years of experience at SAS Institute in sales and marketing roles. He was instrumental in the development of the Institute's technology partner group, working closely with IBM, Hewlett-Packard, Sun, Compaq, Intel, and Microsoft.

For more information, visit http://www.sas.com.